Leigh Ferreira New York, NY 646.322.5143 [email protected] _________________________________________________________________________________________________________________ Tech savvy strategist with experience in consumer marketing, advertising (online/offline), video and branding with emphasis on web/mobile, social media and content partnerships/distribution. Possess deep subject matter expertise in Technology, Media/Entertainment, Retail, CPG and Financial Services based on clients/accounts/companies served: –92Y –AGT International –Ann Taylor –Apple –Capital One –Facebook –General Mills –Google/YouTube –harman/kardon –IAB (Interactive Advertising Bureau)/NewFronts –JP Morgan Chase –Kodak –Mattel (Barbie, MyScene, Mattel Corporate) –Pangea Day, a TED Prize –Pokemon –TED –Visa EXPERIENCE Consultant Strategist January 2013 to present • Creating a social media/content marketing strategy for Dialsmith (research/technology company) to help them grow their audience and promote their research insights/best practices/thought leadership • Developing a strategic plan (business/monetization, website, advertising/media, social media, PR) for Grieveway, a community for grieving • Worked with the NYC Mayor’s Office of Media & Entertainment/NYCEDC Center for Urban Innovation/NYC Media Lab, Datvized and VR Valley in Montreal to develop a NYC VR/AR initiative that promotes VR/AR working being done in NYC as well as offer support to companies/their projects and provide educational programs to expose NYers to VR/AR. The project has since evolved in to the NYCEDC VR/AR lab and a request for proposals/call for ideas is currently underway. • Conducted a website/analytics/SEO audit for Olivia Beach (a real estate company) to advise on optimizations and search marketing recommendations • Created a website conversion optimization strategy for Dialsmith to help them better understand their customer’s needs/behaviors on the website and advise on best practices/improvements to convert leads to sales on dialsmith.com • Conducted a website/analytics/SEO audit for Dialsmith to advise on optimizations and search marketing recommendations • Developed a sponsorship strategy and secured sponsors for STYLE FRAMES: Art of the Pitch design conference • Helped the Stungun Productions team with event oversight for the LinkedIn redesign and LinkedIn Learning launch • Worked with the PlayStation and Stungun Productions teams for the PS4 4 Pro launch event • Created a content marketing and social media/social listening strategy for a startup preparing for launch • Developed a video strategy (workflow to capture/edit, CDN recommendations, monetization plan, content distribution plan, social media plan to promote, analytics to monitor/optimizations) for the Dent Conference • Created a digital strategy (branding, website, advertising/media plan, social media, press kit) for maqet Propoint Digital Strategist March 2015 to February 2016 • Pitched and won new business: AGT International, Al Tayer, Facebook, Socure, Target, VMware/CDW, Vocativ and VOSS • Advised on digital strategies for AGT International, Blue Shield of California, Facebook Global Business Marketing, Forbes, Google/YouTube, Monomoy, Socure, Urban Digs and Xylem • Worked with clients and Propoint’s creative/development team on deliverables (digital ads, apps, websites, video, motion design, social media assets, emails and presentations) • Developed an integrated marketing strategy for Propoint and worked with the executive team to develop positioning, a capabilities overview, highlight reel and update the website to rebrand Propoint as a full service creative agency • Managed Propoint’s social media and content marketing while we searched for a Digital Marketing Manager IAB (Interactive Advertising Bureau) Director, Industry Initiatives (NewFronts, Video, AdvancedTV and Audio) July 2013 to June 2014 • Managed the NewFronts planning while working closely with the founding partners: AOL, DigitasLBI, Google/YouTube, Hulu, Microsoft and Yahoo, presenters and the IAB Marketing/Social Media/PR teams Worked with IAB’s research team to develop research to show the growth of digital video consumption and digital video advertising spending trends Page 2 Leigh Ferreira Resume Managed the media partnership with AdWeek to promote NewFronts, showcased each of the presenters and feature highlights during the event. AdWeek created a special video themed issue and a digital hub, http://www.adweek.com/newfronts ​ 23 events over 8 days with 12,000+ total attendance • Curated thought leadership townhalls around topical industry initiatives (e.g. programmatic video buying) to raise awareness and to promote industry dialogue • Programmed agency day events to educate advertisers/media buyers on the digital video/audio space • Worked with the IAB Ad Tech team on tools to enable industry standards and support the digital video/audio ecosystem (e.g. V-Suite: VAST, VMAP and VPAID/Video Ad Template specifications and DAAST/Digital Audio Ad Template specifications) Beckon (marketing/advertising monitoring and optimization software startup) Director of Accounts September 2012 to January 2013 • Worked with Founder/CEO to develop brand positioning, workflow, collateral and on-boarding material • Actively participated in new business including presentations and demos to prospective users • Worked with beta users (e.g. Microsoft, Levi’s, Converse) to on-board teams, establish protocols, gather data and review results geared to optimize client performance • Worked with product team to discuss user feedback, qualify/prioritize changes as well as develop timetable and roadmap for product development • Managed marketing plan development process from creative brief, to launch plan and to performance metrics 92Y Director, Digital Initiatives and Partnerships August 2011 to September 2012 ​ • Worked with the Executive/Programming teams to develop a fully integrated pilot program The Campaign for the American Conversation (C4AC) a new 92Y initiative to encourage civil dialogue around important issues leading up to the 2012 Election. • Built a production studio to film speakers who could provide expert insight on topics like education, healthcare, jobs and the economy. Talks were posted on the C4AC website and the community was encouraged to join in the conversation. • Developed a content creation/distribution strategy and editorial calendar for the C4AC website/other video platforms • Assessed VOD/live streaming, CDN and hardware needs. Developed an audit with recommended infrastructure/workflow and then implemented it. • Worked with the Social Media team to promote daily talks through the 92Y blog/email/twitter/facebook as well as other content sites featuring political content • Worked with the 92Y/UN Foundation/Mashable team to capture interviews and special footage from The Social Good Summit to promote the event/inspiring talks and offer highlights on the 92Y blog/twitter/facebook • Highlights: 83 talks viewed over 139,000 times in 5 months. Featured on HuffingtonPost, YouTube Live, iTunes, Mashable and Buzzfeed TED Digital Marketing & Content Distribution June 2008 to June 2011 • Developed a digital marketing/social media strategy to create awareness for TED, promote/share TEDTalks and the TED conference and engage the community • Created a content distribution strategy to offer TEDTalks outside of TED.com • Established partnerships with: Apple/iTunes, Boxee, facebook, Flipboard, Google/YouTube, Hulu, Mashable, Microsoft, reddit, Sony, twitter, Vimeo, Virgin America and key influencers/bloggers • Developed digital strategy and promotion/outreach plans for key TED digital projects (e.g. TED Open Translation Project, TED ipad app) • Helped develop and launch Ads Worth Spreading, TED’s initiative to recognize and reward innovation, ingenuity and intelligence in ​ advertising • Developed an email strategy, implemented a weekly TED email and worked with MailChimp to analyze performance data and work on optimizations. • Established key performance indicators and analytics reports to illustrate TEDTalk performance/optimizations. • Results: –Grew TED ecosystem to 4.3 million users –Helped grow monthly TEDTalk views to 15 million and exceed a total of 450 million views –Grew TED email list to over 510,000 subscribers. Average open rate of 29%, average click through rate of 8%, well above industry average –5,100 translators translated over 16,000 TEDTalks in to 81 languages for the TED Open Translation Project –Over 780,000 downloads of TED ipad app in 6 months, featured in global Apple iPad ads Director of Digital Marketing, Pangea Day, a TED Prize January to June 2008 • Created the brand, positioning, look and feel and logo/tagline for Pangea Day • Developed an integrated marketing plan to generate awareness for Pangea Day, a 4-hour program of inspirational films, speakers and music to encourage the world to see each other through someone else’s eyes • Worked with the TV broadcast team to deliver a 4-hour live stream of the event in 7 languages on the web and mobile devices • Coordinated bloggers in the six live locations (Cairo, Kigali, London, Los Angeles, Mumbai, Rio de Janeiro) to take pictures and post about their experiences and viewers to comment on their Pangea Day experience, thoughts on the films and speakers and their plans to take action on the website and social media • Results: Page 3 Leigh Ferreira Resume –959,100 viewers in 180 countries watched live on TV, 230,065 visitors watched on 23 MSN microsites, 2,976 visitors